Mill Digital creates an ABSOLUT experience
It all started with ABSOLUT BLANK - a creative movement that
invited renowned artists around the world to express their
creativity on a blank canvas in the shape of the iconic ABSOLUT
bottle. The campaign was a huge success and for that reason ABSOLUT
wanted to develop it further. But this time they wanted to involve
their London audience.
So, how do you get the public to participate in a creative
movement even if they're not artists?
You start with the world's most accessible art form: dance.
In collaboration with the director Saam Farahmand, The Mill
Digital created the ABSOLUT BLANK LIVE - a digital campaign that
enabled the audience to paint the ABSOLUT bottle with their dance
The way it worked was simple. Someone would step inside the custom
built ABSOLUT pod, dance to their favourite tune and their moves
were transformed into video art.
An infrared camera tracked their movements. A bespoke C++ software
removed the background in real-time and generated unique art works
by reading depth, velocity and the colours they were wearing.
At the end of their dance they received an email with a link to
the ABSOLUT Blank Live Facebook page, where they could see, share
and Like their video. They could also find out where the Pod was
going to be next and check everyone else's video portraits.
The best videos captured across all the ABSOLUT BLANK Live events
were mixed into a live audio visual set by DJ Jamie XX, at a finale
party in London's Shoreditch.
Joel Godfrey, The Mill Digital's Project Director said, "ABSOLUT
is one of the world's most iconic brands, so it has been an
incredible opportunity to collaborate with them and create an
interactive art installation that's at the cutting edge of digital
technology. It was fantastic to be able to see Londoners' unique
Click here to view the ABSOLUT BLANK Live portraits on